Our channels exist to showcase the businesses, experiences, events and offers that make the West End special.
Through Art of London and Discover Leicester Square, we create opportunities for members to reach new audiences, take part in campaigns and feature across our consumer-facing channels.
Art of London showcases art in every form, 24/7, through the legendary doors of institutions, theatres, and retail spaces, as well as flowing through the area’s streets and laneways, creating an exceptional ‘Gallery without Walls.’
Celebrating the transformative power of art and culture, it highlights London’s position at the epicentre of cultural expression, both historically and in the present, while looking towards the future.
Learn how we can promote your business:
Running the official brand for Leicester Square and Piccadilly Circus, Discover LSQ promotes the destination and local business activity in harmony. As London’s home of film and entertainment, the destination is always on, open 24/7, and our brand reflects this.
Learn how we can promote your business:
We operate the social media channels for London West End, a destination-focused channel that showcases the best things to eat, see and do in the area. From Trafalgar Square in the East to Piccadilly in the West, the channel provides the umbrella customer communication channel supporting the whole of London’s West End.
Business members and neighbours can get involved by sharing content for consideration to be included in our always-on social media content calendar.
Learn how we can promote your business:
Our members-only exclusive privilege programme provides employees access to local discounts, special offers, exciting competitions and experiences.
Learn how we can promote your business while enhancing your employee package by offering memberships to your staff:
Please submit your Heart of London Club offers here.
There are lots of ways to get involved, from featuring in campaigns and original content to seasonal activations, media and PR opportunities. There is also the opportunity to submit offers onto our Heart of London Club App.
All opportunities are free for HOLBA members.
Submit activity details to participate in any of the campaigns mentioned here.
Our Art of London brand will be partnering with The Royal Academy of Arts on its upcoming exhibition, Painting the French Riviera, which explores the Côte d’Azur’s enduring influence on artists including Monet, Braque, Picasso, Matisse, Renoir and Yves Klein.
As part of the exhibition, we are creating an immersive experience that invites visitors to ‘Step Into’ the paintings, bringing the colours, landscapes and artworks of the French Riviera to life through a series of installations across the West End.
Inspired by the story of Yves Klein’s iconic blue - said to have been inspired by the sky over Nice - we will ‘Paint the Town Blue’, using lighting and digital screens across the district to create a striking stunt moment.
Crafted in the West End is an Art of London campaign celebrating the craftsmanship, heritage and creativity that have shaped the West End for generations. Focusing on iconic businesses along Piccadilly and Jermyn Street, the campaign spotlights the makers, artisans and heritage brands preserving traditional skills while defining modern luxury.
For this series, we’ll be partnering with journalist and editor Ben Cobb (Sunday Times Style, ES Magazine, Esquire) on a video content series.
For this edition of Crafted in the West End, we are running a Media Partnership with Sunday Times Style highlighting Piccadilly & Jermyn Street retailers. Register your interest in being part of this campaign below.
Art After Dark is part of our award-winning cultural initiative, Art of London, delivered in collaboration with Westminster City Council’s commitment to showcasing art in all its forms through a 3-night event programme.
Since its launch, the programme has featured illuminated art in Leicester Square, a serene night garden in Piccadilly Circus, a Marina Abramović on the Piccadilly Lights in partnership with the Royal Academy, and Chila Burman’s glowing installation inspired by London’s diverse history. This initiative continues to position the West End as a global hub for arts and culture.
Learn more about Art After Dark:
Festive lights
The West End is lit up with its famed festive lights in Piccadilly Circus, Jermyn Street, Leicester Square and St Martin’s Lane every year.
Partnering with The Crown Estate in recent years to orchestrate the switch-on, this annual event welcomes more visitors to come and experience all the West End has to offer over the festive period.
Launched in 2022, St Martin’s Lane saw its first-ever switch-on as part of a series of major public-realm art commissions delivered by Art of London. Most recently, the theatrical-inspired lights were switched on by the Choir of Man cast and Maddy Moate and saw member businesses offer on-street food and beverages alongside a choir performance for visitors to enjoy.
Ramadan Lights
In 2023, we collaborated with Ramadan Lights and The Aziz Foundation to bring the first Ramadan Lights to the West End to celebrate the holiest month of the Islamic calendar.
Also taking place in 2024 and most recently in February 2025, the lights which hang along Coventry Street between Piccadilly Circus and Leicester Square were switched on with the Mayor of London, Sir Sadiq Khan, in attendance alongside Westminster City Council.
Attend our bi-annual briefings to learn about recent campaigns, upcoming projects, and ways we can support your business, as well as a chance to grow your network.
Launched in 2020, Heart of London’s Cultural Strategy brings together the London Plan, the cultural strategies of the Mayor of London and Westminster City Council, in addition to our Placeshaping and Destination strategies, to establish a comprehensive vision and mission that supports and enables the area’s stakeholders and external partners.
